Integrated marketing communication strategy for teka vietnam

TRƯỜNG ĐẠI HỌC MỞ TP.HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITEU’ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MMA7 Author: HUYNH THUY BAO TRAM PHAM THI THANH THUY MASTER PROJECT MASTER IN MARKETING AND ADVERTISING INTEGRATED MARKETING COMMUNICATION STRATEGY FOR TEKA VIETNAM HO CHI MINH CITY (2014) GUARANTEES We, Huynh Thuy Bao Tram and Pham Thi Thanh Thuy guarantee that we have done this project by ourselves based on the permitted data from Teka Theory resource are collected from Solvay Brussels School and other trusted sources This paper is designed only for the academic purpose of the completion of our Master in Marketing and Advertising It is not expected for any other uses Huynh Thuy Bao Tram Pham Thi Thanh Thuy TUTOR’S REMARK FOREWORD First of all, we would like to express our deepest gratitude to tutor Huynh Minh Nhut who have consistently supported and encouraged us in this academic project We would like to say thank you sincerely to our class monitor – Do Minh Trung and beloved MMA7 team who, together with us, experienced throughout all difficulties of our student lives We would like to express our sincere appreciation to the Board of Management at Teka Vietnam – General Director Pham Tran Phuong (Mr.) and Product Marketing Manager Hoang Vu Thuy Giang (Ms.) – who whole-heartedly assisted us during our project study as well as during the time we accomplished this dissertation Finally, we would like to express our heartfelt gratitude to all Professors at Solvay Brussels School who not only provided us with valuable knowledge but also dedicatedly guided us in our academic life over years Integrated marketing communication strategy for Teka Vietnam MMA 2013 TABLE OF CONTENT EXECUTIVE SUMMARY PART I: MARKET SITUATION I.1 Market overview I.1.1 Population I.1.2 Income and Geography I.1.3 Consumer‘s trends in cooking I.1.4 Competition PART II: TEKA BUSINESS ANALYSIS 11 II.1 Sales Performance 11 II.2 Distribution channels 12 II.3 After sales service 13 II.4 Marketing objectives and activities 13 II.4.1 Marketing objectives 13 II.4.2 Brand identity analysis and theory 13 II.4.3 Current communication strategy with theory 17 a.Strategy analysis 17 b Activities and channel 19 b.1Integrated communication mix to bring the “Cook with love” message to life 19 b.2 Evaluation the current communication mix 20 (1) Evaluate the effectiveness of Teka’s offline activities 20 (2) Evaluate the effectiveness of Teka’s Advertising and event sponsor 21 (3)Evaluate the effectiveness of Teka’s PR activities 21 (4) Evaluate the effectiveness of Teka’s customer relationship management 22 (5) Evaluate the effectiveness of Teka’s merchandising program and consumer promotion 23 (6) Evaluate the effectiveness of Teka’s “Cook with love” fanpage 23 Conclusion: 23 PART III: COMMUNICATION STRATEGIC SOLUTIONS 26 III.1 Brand identity 26 III.2 Communication strategy 27 III.2.1 “Cook with love” rebuild 27 III.2.2 Integrated communication campaign 31 III.2.2.1 Big idea 31 III.2.2.2 Mood and tone for communication campaign 32 III.2.2.3 Strategic direction and timelines 32 a.Trigger phase (1st March – 7th March) 32 a.1 Objective 32 Integrated marketing communication strategy for Teka Vietnam MMA 2013 a.2 Way-in 32 a.3 Communication Channels 32 b.Awareness raising phase (8th March – 31st March) 33 b.1.Objective 33 b.2 Way-in 34 b.3 Key hook 34 b.4 Communication Channels 34 b.5 KPI for each channel in Awareness raising phase 35 b.6 Backup plan: 36 c.Engagement phase (1st April – 30th September) 36 c.1 Objective 36 c.2 Way-in 36 c.3 Communication channel 36 c.4 KPI for each channel in Engagement phase 38 c.5 Backup plan: 39 d.Commitment Phase (from 1st October 2014) 39 d.1 Objective 39 d.2 Way-in 39 d.3 Communication channel 39 PART IV : CONCLUSIONS 44 Appendix 1.1 46 Appendix 1.2 47 Appendix 1.3 48 Appendix1.4……………………………………………………………………………………………………… 49 Integrated marketing communication strategy for Teka Vietnam MMA 2013 EXECUTIVE SUMMARY In 2009, the presence of Teka brand in Vietnamese retail industry partly helped promote the value of Vietnamese architecture in the period that local architecture still not coming out after years of WTO accession From 2011, Vietnamese real estate market was amazing slump and many property developers delayed launching their high-end projects The demand of luxury kitchen appliance from that channel was not stable The changing in sale structure from 2009 which focused more in retail helped Teka kept the growth rate over 25% annually while shifting project sales from 50% in 2009 to 30% in 2012 Today, their largest part of revenue comes from retail sale However, since Teka previously concentrated their communication on project sales rather than end – user during the past years, they got very low brand association Realize that, Teka cooperated with Edge Marketing to conduct a Brand Health Checking via Social Listening in August, 2012 Their assumption was confirmed by the result of the report Consumers chose Teka just because it was the most expensive brand which could bring back status recognition Therefore, Teka wanted to invest more in “Cook with love” communication strategy to strengthen Teka brand associations After years of running “Cook with love” platforms and supporting activities, they gained not much significant effect as expected and would like to make a renovation From the study, we found out that Teka still could not differentiate themselves from other kitchen premium brands in the market because the brand had no unique points in comparison with top brands like Fagor or Bosch, except the price gap The high price strategy confirms Teka position in top of mind luxury brands up to now but without unique points, Teka become less competitive in the long run when competitors become stronger or consumer is more sensitive with price In order to maximize the strength of new Teka’s retail distribution system and build up emotional connection with consumers’ mind, we focus in re-strengthen the integrated communication strategy which base on “cook with love” platform Our objectives are to tighten customer relationship and to motivate sales with expectation to grow the net sales at level 30% annually in the period 2013 - 2017 Firstly, we re-evaluated their brand identities and communication mix From our analysis, the current Teka brand identities were somehow similar with their competitors Furthermore, their activities within the communication mix were not Integrated marketing communication strategy for Teka Vietnam MMA 2013 linked well because the “Cook with love” message at each channel was not consistent and bold enough Hence, we secondly suggest modifying the brand identity and connecting it with the “Cook with love” message, so that Teka can differentiate themselves from other competitors and build up successfully the brand association Thirdly, we propose an insightful and consistent communication campaign to relaunch the “Cook with love” platform, aiming to make Teka a trusted companion with Vietnamese modern families Integrated marketing communication strategy for Teka Vietnam MMA 2013 PART I: MARKET SITUATION Teka is a European industrial group was founded in Germany in 1924 It is a European reference in sinks, hoods, hobs, ovens and containers and also the beer kegs production world leader Currently the company has 27 factories spreading across three continents Due to a history of acquisitions, Teka today has a wide range of professional products and solutions that enjoy strong positions around the world and can be found in 125 countries In Vietnam, Teka brand is famous for premium products with elegant European designs and high quality offering safety, durability and convenience for users Hundred percent of its products were imported from Europe including Spain, Germany, and Portugal Thanks to the good performance of the exclusive distributor since 2000 until Teka officially opened their owned office in Ho Chi Minh City in 2009 From only one exclusive distributor with shops in 2009, Teka has built their own distribution system up to over 100 shops within channels in early 2013 Teka now is less dependent on unstable project sales and having more chance to communicate to consumer through other channels such as exclusive shops, modern trade, traditional channel or kitchen specialist That supported for the average growth rate about 20%/year from 2010-2012 From 2011, they started first step to build the “cook with love” platform which helped to “pull” consumer to their brand emotionally through cooking class and some PR activities However, the “Cook with love” platform has not developed strongly up to now Hereafter are some key business figures that need to review before we analyze deeply the communication strategy Integrated marketing communication strategy for Teka Vietnam MMA 2013 I Market overview I.1.1 Population According to Euromonitor International Company – Vietnam branch, national statistics 2011 report, Vietnam population structure is as following City/Province Total GDP (1000 USD) Vietnamese name 104,733,619 Bà Rịa - Vũng Tàu 10,536,470 TP.Hồ Chí Minh 21,843,152 Hà Nội 15,646,294 Bình Dương 2,707,615 Đà Nẵng 1,459,437 Đồng Nai 3,629,263 Khánh Hòa 1,558,213 Quảng Ninh 1,523,480 Cần Thơ 1,536,662 Hải Phòng 2,311,590 Bạc Liêu 1,053,020 Cà Mau 1,404,434 Kiên Giang 1,782,697 An Giang 2,027,611 Tây Ninh 1,007,150 Hải Dương 1,607,218 Bắc Ninh 932,726 Vĩnh Phúc 895,587 Thừa Thiên Huế 755,315 Bình Định 984,604 Nghệ An 1,896,945 Thanh Hóa 1,910,150 Total 79,009,633 75% Table : Age tower – urban population Source : Vietnam national statistics 2011 Total Pop (1,000) 997 7,165 6,472 1,497 891 2,491 1,160 1,147 1,190 1,842 858 1,207 1,688 2,149 1,068 1,707 1,027 1,003 1,089 1,489 2,919 3,405 44,459 GDP/ No Capita of HH (2011) 249.2 10,569 1,791.3 3,049 1,618.1 2,417 374.3 1,809 222.6 1,639 622.8 1,457 289.9 1,344 286.7 1,329 297.4 1,292 460.4 1,255 214.6 1,227 301.8 1,164 422.0 1,056 537.3 943 266.9 943 426.7 942 256.7 908 250.8 893 272.2 694 372.3 661 729.8 650 851.3 561 11,115 Table 2: Age tower – urban population Source : Vietnam national statistics 2011 – There is 50% of urban population in range of 25 to 50 years old, in which, shares of male and female is 50: 50 – There are significant growths in all household sizes, especially, the growth of household from to members is over 20% annually Integrated marketing communication strategy for Teka Vietnam MMA 2013 b.2 Way-in By introducing the new appearance of “Cook with love”, we solve the conflict that raising in trigger phase and help our target audience experience a new trend With Teka, cooking is not only a duty It’s the way to show your love to your beloved ones Instead of passing these activities to the others, men and women can cook together and enjoy their cooking as a passion of love This is possible b.3 Key hook We introduce the first viral Clip “Cook with love” on Women Day (8th March) The clip shows many surprisingly happy moments of a couple in a premium and comfortable kitchen that equipped by Teka products Through this clip, we communicate to our target audiences about new definition of cooking: Cooking is also a perfect moment of your daily life Take the moment and make it perfect with Teka b.4 Communication Channels Social Media: YouTube official page: YouTube is a video destination site that is easily accessible to anyone with internet access The development of Mobile, Tab, Net book, Tablet makes it more portable and suitable forms of running a successfully Viral Campaign Our 1st viral clip with an innovative concept that contains a new trend of cooking can raise a big boom in the community, especially on the meaningful Women day In order to fit our clip’s in our discussions from trigger phase, we will promote the clip via Google engagement video Ads and drive link to the topic “Who is in charge of cooking in your family?” on several online media channels The clip is a perfect answer for our raising issue and can open a new stage for Teka to educate people how to “Cook with love” in every single day This 1st viral clip is also an announcement of our new launching YouTube page name “Cook with love” This is a great chance for Teka to be standing out from other competitors The new YouTube official page with useful cooking guides, tips from expert, cooking classes and special episodes of “Cook with love” will leave a compelling impression in the minds of potential buyers “Cook with love” fanpage: Use the viral clip as an answer for the hot topic “Who is in charge of cooking in your family?” on Women Day This is also a chance for Teka to re-launch their “Cook with love” Fanpage Call fans to wait and see our new programs and activities for them on Fanpage and YouTube Fanpage and Youtube are considered as key platforms for Teka to promote the new trend “cook with love” in the long run 34 Integrated marketing communication strategy for Teka Vietnam MMA 2013 – Strengthen the advantage of our viral clip and the new trend “Cook with love” by getting praise from hot bloggers, key opinion leaders, famous business men and women – Seed our viral clip and positive comments in our topics “Who is in charge of cooking in your family?” on online forums including webtretho.com and lamchame.com Via delivering direct message and key hook viral clip for our trend, massive viewers will find the interesting content from “Cook with love” and share by themselves PR (print and online): Recap and report the heat of our topic “Who is in charge of cooking in your family?” when the key answer from our viral clip are available For online media like VnExpress.net, eva.vn, Afamily.vn, archinews.vn we will insert the viral clip in each PR article And for print like Tiep Thi and Gia Dinh and Dep Magazine, we will concentrate on the new trend “Cook with love” that has been established by Teka We also place the address of YouTube page and Facebook fanpage of “Cook with love” in these articles to recruit more followers Online support: Develop a CRM micro-site on Teka official website This micro site is a place for consumers to check and update their memberships, new offers, special programs, promotions, services or other activities from Teka Offline activities : – Cooking class should be communicated and updated on Teka micro-site, Teka fanpage, YouTube page and at shop banner to draw attention – Building the hot line service that offers the extra services such as consulting for suitable products, design service – Connect with good reputation home design, cooperated construction companies, and kitchen specialist for consultant and co-promotion activities b.5 KPI for each channel in Awareness raising phase – Viral clip on Youtube page: Get 300,000 views in 1st week (50% from organic, 50% from Google Ads) Get from 1,000,000 to 2,000,000 views in 31st March (50% from organic, 50% from Google Ads) – “Cook with love” fanpage: Recruit naturally at least 5,000 new fans in the end of March Increase Fanpage’s interaction from current 8% to at least 30% – Hot bloggers, Key Opinion Leaders, Celebrities: Get at least 2,000 interactions each post per page – Forum seedings: Get total from 6,000 – 10,000 views and around 1,500 discussions on each forum topic in the end of March 35 Integrated marketing communication strategy for Teka Vietnam MMA 2013 – PR: Get total from 4,000 – 6,000 views and around 1,000 discussions on each online topic in the end of March b.6 Backup plan: – Prepare a branding/marketing team to jump in and interact actively in the topic of online PR or Hot bloggers whose discussions declining – Prepare seeding directions and content for the team to feed frequently on our topics about the viral clip – Spend 15% on Awareness raising phase budget to run more Google Ads to link directly to the Viral clip in case the organic views are not as high as expected – Spend 5% on Awareness raising phase budget to recruit more fans for “Cook with love” Fanpage if the organic fans not grow well as expected c Engagement phase (1st April – 30th September) c.1 Objective To increase brand emotion and association with consumers through the new trend “Cook with love” c.2 Way-in Encourage consumers join our activities and events to experience the new trend “Cook with love” c.3 Communication channel Key Activities: the spending money behaviors throughout the key are different (Part I.1.2), we need to tailor our activities to suit various consciousness and orientation Our way is to announce to the community that we will build a record of “Cook with love” moments in Vietnam And the first step is to organize “Cook with love” contest where people who live in different cities nationwide can share their specific stories, photos or clips of their unforgettable cooking time with their beloved ones We will collect the information from community and choose the most interesting one of each city to create clip every week Weekly winners will have prizes from Teka The prizes would be Teka products On the other hand, Teka will have great material to produce weekly clip which full of emotion By that way, “Cook with love” ideas and Teka products will appear naturally and will be well-received by the community 36 Integrated marketing ting ccommunication strategy for Teka Vietnam MM 2013 MMA Those clips which ich w were made from true stories of Vietna ietnamese people will attract community’s ity’s attention and educate our target audie udiences about “Cook with love” and Teka eka innovative products as well PR activities forr “Cook “Co with love” record: As the contest st and an the clips will be hosted both on “Co “Cook with love” fanpage and YouTube page, page online PR will be utilized to viral for tthe contest The channels for Teka to use are online media, Community fanpage page, hot bloggers and online forums Some me proposed channels: Online Media: ia: VnExpress.net, dantri.vn, eva.vn, Afami family.vn, ngoisao.net, archinews.vn fanp “Me la tat ca” Fanpage, “Toi Yeu eu G Gia Dinh” Fanpage, – Community fanpage: “Dep” Fanpage ge – Hot bloggers: o Modell Th Thuy Hanh, a well-known top model and business woman She also lso h has a happy family with her husband and daughters 37 Integrated marketing communication strategy for Teka Vietnam MMA 2013 o Pham Quynh Anh, a well-known singer Her husband is a music composer and a successful businessman She has a one year old daughter o Thanh Thuy, a well-known actress She has a happy family with stage director Duc Thinh and her years old son – Online forum: Webtretho, Lamchame and Teka websites Webtretho.com has had 1,219,953 members, while the number of members in the “online” status is always at tens of thousands Meanwhile, lamchame.com has 349.773 members only, but more than 17 million entries have been sent to the website Those forums have a super power of spreading information that can be leveraged to promote Teka contest and new trend “Cook with love” – PR on Magazine: We choose Tiep Thi and Gia Dinh and Dep Magazine to report our “Cook with love” contest, showing the reaction, respond and support from the community – Offline activities: • At shop: organize frequent training courses for salesmen at Teka shops so that they can be able to consult consumer professionally • Cooking classes will be used as valuable chances for consumers to explore about the product and “Cook with love” platform For example, organize Teka cooking class according to some famous occasions such as Mother’s Day, Father’s Day, Family’s Day… • Member card program will offer extra benefits and services for members to support the purchasing decision • The competence of contractor in installation and after sales service need to be improved to ensure high level of customer satisfaction c.4 KPI for each channel in Engagement phase – “Cook with love” Contest: Get from 1,000 to 2,000 works from contestant each week – Youtube page: Get at least 100,000 views each clip and recruit around 1,000 subcribers each month – “Cook with love” fanpage: Recruit monthly at least 10% new fans on current fans from the contest viral – Hot bloggers, Key Opinion Leaders, Celebrities: Get at least 2,000 interactions each post per page – Forum seedings: Get from 15,000 – 20,000 views and around 4,000 discussions on the combination topics in each forum Get around new topics and new discussions which count for 1,500 interactions by natural sharing among the users in the end of the phase 38 Integrated marketing communication strategy for Teka Vietnam MMA 2013 – PR: Get from 5,000 – 10,000 views on each online topic at the end of the phase – Increase the customer visit at Teka shops up to 20% - 40% c.5 Backup plan: – Prepare a branding/marketing team to jump in and interact actively in the topic of online PR or Hot bloggers whose discussions declining – Compose in-house different scripts for the contest in case contestants are not crowded as expected or the submit work from contestant are not qualified to produce clip We especially concentrate in developing our special clips for our target audiences in key cities like Hanoi, Hochiminh, Haiphong, Danang, Cantho, Binh Duong, Vungtau Those clips should have insightful ideas and specific local behaviors – Prepare seeding directions and content for the team to feed frequently on our topics about the contest viral – Spend 10% on Engage phase budget to run more online Banner Ads to link directly to the contest if not much contestants join the contest – Spend 10% on Engage phase budget to recruit more fans for “Cook with love” Fanpage and Youtube pages if the organic fans or subcribers not grow well as expected d Commitment Phase (from 1st October 2014) d.1 Objective Maintain the inspiration and affection of target audiences to the “Cook with love” and Teka brand d.2 Way-in Bring “Cook with love” and Teka brand to daily life of consumers via frequent activities, events, customer programs and social discussion d.3 Communication channel “Cook with love” record: Continue producing “Cook with love” clips Establish a “voice” of love in each video and make sure that this mood matches Teka brand identity elements that we have already established with other communication materials The script of each “Cook with love” episode must be varied depends on different occasions in the year or depends on the specific characteristics and insights of the local people which we aim to focus in each clip By the end of the video, we will give viewers a tease for the next and direction to take Tell them to stay on by, view our platform updated, or visit our shops For example: After a clip that is especially for Hanoian, we will have 39 Integrated marketing communication strategy for Teka Vietnam MMA 2013 a teasing dialogue like “How about the Saigonese in this situation? See our next clip to explore!” Some sample of “Cook with love” script: • Cooking lesson: Video about a business man or business woman cooks meals together with family members or friends Focus on the emotional view of a happy family and funny moments in the kitchen For ex: He broke the bowl, she made food burn smell, etc The content of this clip will be exploited to demonstrate that cooking together brings you lots of fun These activities can bring fun and happiness to your family This idea will be well-received in Hochiminh City, where people are more easy going and love to have fun Dancing in the kitchen: Make any motion of the couple who are cooking in the kitchen smoothly like a performance of dancing Accompanied by romantic melodies, our deep implication here is showing that cooking can become a beautiful art in the eyes of lovers This made for Hanoian, those who more image conscious and always want to be sophisticated in the other’s eyes • From her son with love: The clip will tell a story of a mom who spent her valuable time in cooking and caring for her son When the son grows up, he becomes a successful man He goes to many places, experiences many square meals but nothing can compare to what his mother did for him In Mother’s Day, he tries his best to complete a lavish dinner to show his appreciation and to make his Mom happy The idea is great to win the heart of people who live in the rural of Hochiminh city and Hanoi Rural people attach much importance to the success of their children On the other hand, successful people from rural always want to buy good housing equipments for their parents to show gratitude and love • Kitchen party: The clip will capture various occasions when people invite their friends, colleagues’ neighbors or relatives to come, cook and entertain together The inner meaning of this clip is to honor “home pride” of the host and to show the happiness of cooking and gathering at home “Cook with love” fanpage content: 20% of posts are about Teka products which include product introduction, promotion and events 40% of posts on the fanpage will concentrate on cooking inspiration with our updated viral clips, cooking tips, recipes from famous chefs and simple contests for fans to engage 40 Integrated marketing communication strategy for Teka Vietnam MMA 2013 more The content are provided to help people have more solution with their health concerns By joining Teka community, they will have useful and practical advice which help them to cook faster, easier and healthier in their busy daily life The rest 40% are all about “Cook with love” ideas Cooking is love Cooking connects the whole family The content on “Cook with love” fanpage aims to encourage wife and husband and even their children to cook together and benefit of eating at home A picture of happy modern family will be seen clearly on this fanpage Supporting activities: Organize several of events like Teka Cooking classes, event sponsors, testimonials, celebrities endorsement, interview with business men and women to keep updating information about “Cook with love” and Teka brand Leverage those events to have Teka brand placed in the media, namely print, radio and television, thanks to the good impact and sharing throughout the community Online support: use the micro-site as a trusted channel for consumers to come and consult about Teka products or communication activities Moreover, we should regularly send out e-newsletter to notice consumers about our attractive offers to make them feel special to become our followers and loyalty customers Offline activities : – Offer special service for loyalty customer according to member card levels such as birthday gift, reminding birthday of beloved one and suggestion for activities, home visit consulting service… – Develop special after sales service and warranty, customer care program for loyalty customers – Make telephone call or email to survey the customer satisfaction d.4 KPI for each channel in Commitment phase – Youtube page: Get at least 100,000 views each clip and recruit around 1,000 subscribers each month – “Cook with love” fanpage: Recruit monthly at least 10% new fans on current fans each month The Interaction fans on page everyday is around 20% of total fans – Supporting activities: Create good PR stories so that Teka brand and the concept “Cook with love” can be appeared on the media monthly – Online support: Aim to get 70% of Teka’s consumers to become members on the micro-site after year running 100% of Teka’s consumers join the site after year running – Increase the customer visit at Teka shops up to 20% - 40% – After sales services: at least 80% of consumers who take our survey rate high grade and good feedback about Teka after sales services 41 Integrated marketing communication strategy for Teka Vietnam MMA 2013 d.5 Backup plan: – Frequently listen to responds from subscribers and fans, catch up the new trend in Vietnam and always open to improve the script and content of “Cook with love” clips and Youtube page – Ready to change or the weight of content structure, add-in up to date information as expected or recommended by “Cook with love” community – Spend 10% on Engage phase budget to recruit more fans for “Cook with love” Fanpage and YouTube pages if the organic fans or subscribers not grow well as expected In summary, the activities can be summarized in following chart: Trigger Raising Awareness Engagement Commitment Mar 1-7th Week ( March 8th -31st ) Weeks ( Apr 1st – Sep 30th ) 24 Weeks ( Oct 1st …) Make a buzz around cooking “ COOK WITH LOVE” moments Inform new trend “ COOK WITH LOVE” Viral Clip Social Media PR Online support Contest Social Media PR Online support Social Media PR Online support Services Member ship Services POSM Offline activities Offline activities Offline activities 42 COOK WITH LOVE Daily Social Media PR Online support Services Member ship Offline activities Integrated marketing communication strategy for Teka Vietnam MMA 2013 III.3 Budget: With purpose to strengthen the brand awareness of Teka in next years, We suggest Teka to invest on budget of 12%/net sales after commercial discount for the communication activities in 2014-2016 2014 7,403,986 655,600 Net sales ( USD) Communication activities ( USD) % on net sales Item 9% Trigger phase (1 week) Awareness raising phase (1 month) Viral clip PR activities (online and offline) “Cook with love” Facebook fanpage & Youtube management fee Seeding activities (hot bloggers & Forum seeding) Google Ads 2015 9,625,182 646,800 7% 5% Unit : USD Engagement Commitment phase phase (6 months) ( months) Total budget (Yearly) 4,000 72,000 36,000 112,000 10,000 20,000 70,000 35,000 135,000 2,000 2,000 20,000 10,000 34,000 10,000 10,000 20,000 10,000 50,000 20,000 Microsite development 20,000 20,000 20,000 Microsite management 24,000 Prize for contestants of “Cook with love” record Cooking class (organize classes per month) Customer program 20,000 5000 Supporting and Sponsor activities Back-up budget 2016 12,512,737 646,800 12,000 48,000 20,000 18,000 9,000 27,000 30,000 20,000 15,000 20,000 50,000 80,000 2,200 16,200 58,800 14,700 59,600 24,200 97,200 352,800 161,700 655,600 Total cost for strenfthening in year 2015 646,800 646,800 Total cost for mainataining in year 2016 646,800 646,800 Total cost for re-launching year 2014 43 Integrated marketing communication strategy for Teka Vietnam MMA 2013 PART IV : CONCLUSIONS By addressing Teka problems in brand association, the study has created solutions for Teka Vietnam keep growing in next three years Our analysis and proposals in Part II & III recommended Teka to review and modify the brand identity to make it more outstanding to protect and gain market share Following this modification, we propose Teka to make appropriate adjustments in customer services and communication strategy The improvement will support Teka become more attractive in consumer’s eyes Specifically, “Cook with love” communication platform will not only build the stronger brand associations to target consumer but also help differentiate the brand from their competitors The full package service such as consulting at shop, online support, consulting for design and the hyper care after sales service will be the obvious reasons for Vietnam consumers love and buy Teka products With those proposals, Teka will be able to acquire consumer favor as well as the satisfaction level of market segment It will support maintain the very strong growth rate at level 30% up in the period of 2014-2016 Concerning customer loyalty in the long run, it is very important for Teka to keep their eyes in consumer satisfaction By conducting up-to-date survey on a frequent basis, they can timely check their brand health and adjust their communication or customer services policies in accordance to the changes in cognitions and evaluations of market segments At last, Be different smartly by significantly Teka owned way will support the growth (Source : the handout chapter 5, Brand management & Design, professor Christian Bluemelhuber from Solvay Brussels School , 2012-2013) 44 Integrated marketing communication strategy for Teka Vietnam MMA 2013 REFERENCE Bluemelhuber, C (2012), Brand Management: Chapter (Marketing or branding) Solvay Brussels School Bluemelhuber, C (2012), Brand Management: Chapter (Brands create value) Solvay Brussels School Kapferer, J.N (1992), Strategic brand management: new approaches to creating and evaluating brand equity Kogan Page, London, U.K Kapferer, J.N (2004), The new strategic brand management (creating and sustaining brand equity long term (3rd ed.) Kogan Page, London, U.K Kotler,D and Armstrong, G (2011), Principles of Marketing (14th ed.) Social Listening Report by Edge Marketing (2012) SouthEast Asia Digital Future in Focus 2013 by comScore, Inc The Asian Landscape is turning digital by Nielsen (2012) Pocket Reference Book Vietnam by Nielsen ( 2013) 45 Integrated marketing ting ccommunication strategy for Teka Vietnam Appendix 1.1 Population ion and a GDP 46 MM 2013 MMA Integrated marketing ting ccommunication strategy for Teka Vietnam Appendix ix 1.2 47 MM 2013 MMA Integrated marketing ting ccommunication strategy for Teka Vietnam Appendix ix 1.3 48 MM 2013 MMA ... Not yet Integrated marketing communication strategy for Teka Vietnam MMA 2013 SWOT analysis of Teka Communication Mix Teka s insightful strategy “cook with love” Comfortable attributes of Teka brand... analysis, we will build the communication strategy solution for Teka in the Part III 25 Integrated marketing communication strategy for Teka Vietnam PART III: MMA 2013 COMMUNICATION STRATEGIC SOLUTIONS... love” platform, aiming to make Teka a trusted companion with Vietnamese modern families Integrated marketing communication strategy for Teka Vietnam MMA 2013 PART I: MARKET SITUATION Teka is a